McDonald’s introduced the happy price menu at Rs 20 four years ago, and since then all their campaigns have focused on the ‘value for money’ proposition, which has been gladly accepted by the discerning consumers. While the communication towards this proposition has graduated over the years, the happy price menu platform has been consistent.
In the pursuit of reinforcing its value proposition once again, McDonald India had introduced its ‘Aap ke zamaane mein, baap ke zamaane ke daam’ campaign some time back. The campaign is part of the company’s business strategy to penetrate deeper into the new and existing markets of the country.
Jyoti Rakheja, Head, Corporate Communication & Marketing, McDonald India, said, “At McDonald’s, we have always been committed to giving our customers value for money, besides great food, a fun atmosphere, and fast and friendly service. For over four years, we’ve made McDonald’s products like McAloo Tikki Burger and Veg Pizza McPuff available at a reasonable price of Rs 20. We are pleased to keep up this trend through our happy price menu. This is something, which is not only immensely satisfying for us, but also unmatched and cherished by our patrons as well. And our communication initiative of the TVC into three different series is just an extension of the strategy.”
Nitesh Tiwari, ECD, Leo Burnett, the agency handling the account, said, “When we came up with this idea, we immediately knew ‘this was it’. It was not only in sync with the earlier campaigns for happy price menu, but it was taking it one step further. Clubbed with the punchline that was like icing on cake – ‘Aap ke zamaane mein baap ke zamaane ke daam’.”
Said Rameet Singh Arora, VP, Leo Burnett, “The brief was simple – to communicate the happy price menu – our value platform. The advertising answer was to pitch the price point as ‘Prices from our father’s time’, drawn from the insight that everything seems to have been cheaper when our parents were young. Low prices could have been communicated in many ways. A fresh entertaining idea suddenly makes it different, noticeable and memorable.”
So, while the first TVC in this series features ‘Dharmendra’ and his son ‘Sunny Deol’, the second ad features ‘Amitabh Bachchan’ and ‘Abhishek Bachchan’. A third TVC is in the pipeline, and well will have to see which baap-beta duo appear in it.
While the first TVC has beta Sunny morphing into baap Dharam paaji on hearing the happy price menu with a ‘Maa kasam’, the second TVC spoofs ‘Bunty aur Babli’, with beta Abhishek aka Bunty morphing into baap Amitabh aka tough cop on hearing the surprisingly affordable prices. And in a tongue-in-cheek move, the TVC ends with a Shahrukh Khan ‘voice alike’ mouthing the punchline, ‘Aap ke zamaane mein, baap ke zamaane ke daam’.
McDonald’s India would be promoting this new campaign through a 360-degree marketing strategy to reach consumers where it would include a mix of mediums like outdoor hoardings, shop fronts on restaurant entrances, tray-mats in all restaurants, radio spots, flier distribution, PR and animated viral communication for online users.